ISBN 9788126538041

ISBN-10

812653804X

Binding

Hardback

Number of Pages

232 Pages

Language

(English)

Subject

Careers guidance

This book provides practical guidance in the restructuringandrefocusing of marketing and PR teams and processes bytheintroduction of a framework in which change can beimplemented,managed and measured. It is enlightening yet utterlypragmatic, andwill be relevant for many years. The book marks thetransition fromthe silos of marketing and PR disciplines to theintroduction ofthe Influence Professional and demonstrates to thosein thebusiness of influencing how to go about influencing in astrategicway that can be clearly measured. The author provides aclearroadmap for businesses to move from where they are now, towherethey need to be. He outlines the skills and traits required ofthemand their organization in the future so that they canremainrelevant, let alone competitive.
Contents
Foreword.
Acknowledgements.
Introduction.
1 Where We Are Today.
2 The Six Influence Flows.
3 Influence.
4 The Social Web.
5 Measurement, Complexity and Influence-centricity.
6 The Balanced Scorecard.
7 The Influence Scorecard.
8 Influence Trends.
9 Reframing Marketing and PR.
10 The Chief Influence Officer and Influence Professional.
11 What Now?
Glossary of Terms.
Endnotes.
Index